Health Care Marketing

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4. If an inherited a million dollars and after paying off all my student loans, I decided I wanted to start a health enterprise, I would choose to work with individuals living with HIV. I have always felt an inclination toward people with HIV after learning that a close family member was diagnosed with the illness. Today in 2016, there is still a significant stigma surrounding HIV this is particularly the case in the African-American community. Lack of education contributes to the stigma surrounding HIV patients. Therefore, I would like to start a not profit organization that helps educate African- American communities about the prevention of HIV and how to destigmatize HIV. I would choose to focus on the African-American community because they currently have the highest rates of new infection; therefore, they display a need for additional need for education and preventative services.

6. A large portion of the market for goods and services is attributable to organizational buying. Typically, this type of buy occurs between business. For example, wholesalers or retailers buy from one organization and resell to another. Corporate buying involves more people than individual buying (Buchbinder & Shanks, 2012, p. 105). Several people participate in making decisions as to whether to buy, what to buy, at what quantity, and from whom. There are usually formal policies procedures to help buyers determine these decisions (Buchbinder & Shanks, 2012, p. 105). Customer demand is what influences the decision to buy certain items over others (Buchbinder & Shanks, 2012, p. 105). Consumer buying, on the other hand, is complex and encompasses many internal and external factors that have an impact on the buying decisions of consumers. Therefore, psychology is called upon when trying to understand and explain the consumer decision-making process (Buchbinder & Shanks, 2012, p. 106). It is important for managers to understand how people make a decision and why they decisions to help them anticipate the consumers needs. According to Buchbinder & Shanks, (2012) there are both internal and external influences that contribute to a consumer buying a product. A few internal forces are attitudes, personality, and values. Some external influences include family and friends, culture and reference groups.

7. Ethics is an essential component for all organizations. It is of particular importance the in health care industry. When healthcare facilities market they have a certain social responsibility to they way in which they market because marketing can have an impact on individuals, groups, organizations, and society as a whole (Buchbinder & Shanks, 2012, p. 108). The impacts of marketing are not always positive. There is a long history of the marketing of harmful products that influenced behavior and consumption of those products (Buchbinder & Shanks, 2012, p. 108). Marketing towards vulnerable populations such as children should display an increased sense of social responsibility because of the influence it can cause (Buchbinder & Shanks, 2012, p. 108). Health care leaders and the organization they represent have a responsibility to practice ethics while marketing and not to market ideas, products, or services that will cause harm (Buchbinder & Shanks, 2012, p. 108). Ethics are essential for the physicians as well. When caring for patients, doctors must not be influenced by pharmaceutical companies to push unnecessary drug or unnecessary test. Their job as doctors is to promote their patients well being along with educating their patients (Buchbinder & Shanks, 2012, p. 108).

References

Buchbinder, S. C., & Shanks, N. H. (Eds.). (2012). Introduction to Health Care Management. Burlington, MA: Jones & Bartlett Learning.